cybercritique

AUTHOR(S)

Carmichael, Matt

PUB. DATE

March 2000

SOURCE

Advertising Age;3/20/2000, Vol. 71 Issue 12, p64

SOURCE TYPE

Trade Publication

DOC. TYPE

Article

ABSTRACT

This article criticizes the Web advertisement for Mitsubishi Motor Sales of America's Eclipse Spyder, created by iDeutsch of Marina del Rey, California. The advertisements runs of Car & Driver, Autoweb and search engines. The microsite that Mitsubishi has the irritating foresight to launch the dead of winter for its Eclipse Spyder nails the point at home. Animation was created using Macromedia's Flash streaming technology. The microsite is everything it could be: dynamic and powerful with a definite wow factor. The banners on the other hand fail to capture the exhilaration of the car. The campaign is designed to induce an emotion, but the banners fall a little flat by failing to give even a hint of the sunshine on the other side of the click.